Professional Documents
Culture Documents
Marketing Application and Practices
Marketing Application and Practices
SERVICE MARKETING
HOTEL INDUSTRY
PRESENTED BY---------VIBHA ARORA SANDEEP KAUR BATH MEGHA BAVISHI MUGDHA BHATT NAINA HINGHER DISHA KACKER VIDHI MALHOTRA 07 11 12 15 32 40 53
SERVICE MARKETING
SERVICE MARKETING
INTRODUCTION TO SERVICE MARKETING
Services marketing is marketing based on relationship and value. It may be used to market a service or a product. 7 Ps Use is inseparable. Services do not possess material form.
HOTEL INDUSTRY
Definition A hotel is an establishment that provides paid lodging on a short term basis
A hotel is defined by British law as the place where a bona fide traveler can receive food and shelter, provided he is in a position to pay for it and he is in a fit condition to be received. Hence, a hotel must provide food and shelter and has, in turn, the right to refuse if the traveler is drunk, disorderly, unkempt, or if he is not in a position to pay for the services.
Introduction
Linked to the tourism industry Helps to boost travel & tourism Business Travel is included Demand supply gap in star category hotels Opportunity for investment for Indian and over seas players
CLASSIFICATION
Hotel Industry
Hotels
Restaurants
Catering
Resorts
Clubs
MOTEL
Definition A motel (Motor Hotel) is a hotel which is for a short stay, usually for a night, for motorists on long journeys. It is built conveniently close to major roads and intersections.
CLASSIFICATION OF HOTEL
MARKET SEGMENT
Economy / limited services hotels Mid Market Hotels All suite Hotels Time share Hotels Executive Hotels Luxury / Deluxe Hotels
CLASSIFICATION
According to Size Small Hotels (150 rooms) Medium Hotels (up to 299 rooms) Large Hotels (up to 600 rooms) Extra Large Hotels (above 600 rooms)
CLASSIFICATION
Level of Services World Class Services Mid Range Services Economy / Limited Services Hotels
CLASSIFICATION
Ownership and Affiliation Independent Hotel Chain Hotels Franchisee Hotels
CLASSIFICATION
According to Star
One Star (*) Two Star (**) Three Star (***) Four Star (****) Five Star (*****) Five Star Deluxe (*****deluxe)
Car and Limousine Hire Service Concierge Courier Service Daily Shuttle to South Mumbai Express Laundry Service Florist Foreign Currency Exchange Gymnasium
In-Room electronic laptop compatible safes International Satellite television channels Night Club Outdoor Parking available Outdoor Swimming pool Power adapters upon request Private Bar ( Mini bar) Shopping Arcade The Spa Tour Guides
World Tourism Organisation (WTO) - International tourist inflow in India by 2020 would be 10 m Tourist influx to grow at a CAGR of 6.5% for the next 14 yrs Expected share of world tourism: 1.5% by 2010 Untapped domestic tourist potential Commonwealth Games in New Delhi in 2010 Medical Tourism Rural Tourism Wildlife Tourism
Ample scope for Indian and global players to set up new projects
SWOT
Strengths
SWOT
Opportunities
Open Sky Rising Income
SWOT
Weakness
SWOT
Threats
Fluctuation Increasing Competition
ITC Limited entered the hotels business in 1975 ITC hotels currently owns and operates 100 hotels in 75 destinations India's second largest hotel chain They show our heritage The group today operates under different brands:
ITC Luxury Collection Hotels WelcomHotel Sheraton Hotels Fortune Hotels WelcomHeritage Hotels WelcomeEnviron
ITC Hotel Maurya Sheraton & Towers, New Delhi ITC Hotel Grand Maratha Sheraton & Towers, Mumbai ITC Hotel Sonar Bangla Sheraton, Kolkata ITC Hotel Grand Central, Mumbai ITC Hotel Windsor Sheraton & Towers, Bangalore ITC Hotel Kakatiya Sheraton & Towers, Hyderabad ITC Hotel Park Sheraton & Towers , Chennai WelcomHotel Rajputana Palace Sheraton, Jaipur WelcomHotel Chola Sheraton, Chennai WelcomHotel Mughal Sheraton, Agra WelcomHotel, New Delhi WelcomHotel Rama International , Aurangabad WelcomHotel , Vadodara (through associate company) WelcomHotel , New Delhi WelcomHotel Grand Bay, Visakhapatnam
MARKETING MIX
Room bookings Eva, business, executives, disabled Butler service Wi-Fi internet SPA & Swimming pool Meeting rooms/ Conference rooms/ Board rooms Restaurants & Bars Meetings and Events/ Luxury events
Promotion through FMCG goods Internet Media reports and media releases Concept promotion Customers Social service projects Travel assistants Hotel directories
Receptionists Bell boys Laundry servicemen Butlers Room service Chauffers Managers Cleaners Assistants for guests Chefs Waiters etc
The flow of customers is stable but it dips a bit in the rainy season Generally if the customers exceed the capacity then they are given suggestions to go to other ITC properties If the customers want the same area then other hotels nearby are indirectly suggested(eg. Oberoi trident, Taj, Grand hyatt eyc)
SERVICE QUALITY
Service quality
Hospitality Material attributes food, toiletries, complimentary goods etc Time management efficiency in service Communication Presentation
Thank You